A multi-theoretical kernel-based approach to social network-based recommendation
This work addresses the need for improved recommender systems in e-commerce by leveraging social network data, though it is incremental as it builds on existing kernel methods and social theories.
The authors tackled the social network-based recommendation problem by integrating multiple social network theories into a kernel-based machine learning model, resulting in more accurate recommendations than trust-based and collaborative filtering methods on a real-world movie review dataset.
Recommender systems are a critical component of e-commercewebsites. The rapid development of online social networking services provides an opportunity to explore social networks together with information used in traditional recommender systems, such as customer demographics, product characteristics, and transactions. It also provides more applications for recommender systems. To tackle this social network-based recommendation problem, previous studies generally built trust models in light of the social influence theory. This study inspects a spectrumof social network theories to systematicallymodel themultiple facets of a social network and infer user preferences. In order to effectively make use of these heterogonous theories, we take a kernel-based machine learning paradigm, design and select kernels describing individual similarities according to social network theories, and employ a non-linear multiple kernel learning algorithm to combine the kernels into a unified model. This design also enables us to consider multiple theories' interactions in assessing individual behaviors. We evaluate our proposed approach on a real-world movie review data set. The experiments show that our approach provides more accurate recommendations than trust-based methods and the collaborative filtering approach. Further analysis shows that kernels derived from contagion theory and homophily theory contribute a larger portion of the model.